| hikaye | IKEA discovered that many new parents use whitenoise and other ambient sounds to play in the background to help keep their babies asleep - and many turn to Spotify playlists to create this environment.More than half of all Spotify users are using the free version of the service, which means their peaceful playlists are interrupted by ads, and with many new parents not being able to afford luxuries like paid subscription services, many are taking to Twitter to air their frustrations about the interruption of their baby’s precious sleep.We decided to buy up all the ad space on popular sleep playlists on Spotify for babies and create a series of ads that matched the tone of the tracks in the playlist. We created eleven ads, each with unique SFX like whitenoise, raindrops, and ocean waves, so as not to wake the baby. All the while, a soothing, whispered VO from IKEA’s longtime Swedish spokesperson for the past 17 years, Jonas, delivered our sleep message. |